Amazon has introduced an “About You” page that allows shoppers to see the customer profile information the company generates from its tracking and shopping history. As the feature rolls out, users are sharing screenshots and posts online showing the kinds of traits and inferences Amazon claims to associate with them.
Several outlets report that the feature has gone viral after some users found surprising or personal-sounding descriptions in their profiles, including one claim that Amazon concluded they “have flat buttocks.” The coverage focuses on how to access the page through Amazon settings and what users can see, rather than on the accuracy of any specific inferences.
Across the reports, the angle is consistent: Amazon’s personalization system is made more visible, prompting discussion on data transparency and the implications of using behavioral data to infer personal characteristics. The outlets also highlight that users can review the information directly from their accounts.
